European ChickenTrack 2024

Chickens are sentient beings who deserve a good quality of life, with the ability to express their natural behaviours and be happy. The Better Chicken Commitment (BCC) provides five clear steps to improve welfare and let chickens ‘be more chicken’. ChickenTrack plays a crucial role in monitoring progress made by companies signed up to the BCC, driving compliance, encouraging transparency and supporting successful transition to higher welfare.

Dr. Tracey Jones, Global Director of Food Business, Compassion in World Farming

Keeping the Better Chicken Commitment on Track

The Better Chicken Commitment (BCC) is a comprehensive set of science-based criteria that will, when used as a complete package, significantly improve the lives of millions of chickens reared for food each year. Additionally, it leads to improved working conditions and job satisfaction for farmers, builds brand reputation, and meets the growing expectations of consumers, shareholders and investors.

Over 380 companies have signed up to the BCC in Europe, and ChickenTrack 2024 evaluates the progress of the most influential 93 companies.

With the initial 2026 deadline rapidly approaching, company progress is varied, with some companies clearly advancing towards their goal, but many companies still not reporting progress.

Challenges, associated with the fallout from COVID-19, the war in Ukraine and the ongoing cost-of-living crisis, continue to test businesses, while many cite insufficient supply or lack of buying power as major hurdles. Change is not easy and there are many obstacles to overcome, which is why companies need to be proactive, securing investment, committing to contracts, whilst finding supply and product solutions, to pace the transition.

Higher welfare chicken is already available to some extent, and companies should be proactive in taking action to secure and expand this supply. By leveraging the current availability and simultaneously working to develop supply chains in regions where BCC-compliant options are still limited, companies can ensure a more widespread adoption of Better Chicken moving forwards.

Breed change and lowering stocking density are two of the most challenging production criteria to meet and have the lowest transition rates. However, companies like M&S and Norsk Kylling, with 100% BCC-compliance on fresh and total production, respectively, demonstrate that successful transition is achievable.

ChickenTrack 2024 also shows good progress - overall or across three or more criteria - for some companies such as Premier Foods, Greggs plc, and Eataly. ChickenTrack 2024 is however a clear wake-up call for many companies to act decisively now to progress the transition to Better Chicken.

ChickenTrack 2024 Key findings

Improving stocking density and moving to slower-growing breeds

Breed change and stocking density remain two of the most challenging BCC production criteria to implement and have the lowest transition rates.  Among companies reporting progress by criteria, only two - Schiever Distribution[1]and Waitrose - report 100% compliance on stocking density, with an additional six at over 50% transition (Eataly Italy, Papa Johns UK, Greggs, Danone Group, Subway EMEA, Alcampo). Schiever Distribution is the only company to report 100% compliance on breed, with Eataly and Monoprix also making significant progress in this area, reporting over 50% compliance. Additionally, six companies (Carrefour Poland, Carrefour France, Casino France, Auchan France, Auchan Poland, Marks & Spencer) have reached over 30% compliance on breed

[1] 100% of Schiever own-brand chicken is certified Label Rouge (free-range). Schiever does not sell own-brand processed products.

Average transition on BCC criteria

Nine companies report on their overall progress toward BCC compliance, with an average transition of 44.7%.

Reporting can vary by company both within and between sectors. Average figures across all companies reporting in ChickenTrack 2024 therefore represent the general rather than the absolute trend of progress.

29 companies not reporting

Policy commitments are only a first step towards Better Chicken. Implementing change and reporting transition towards full compliance shows stakeholders that a company holds itself accountable to its commitments and to delivering better welfare for chickens. We therefore urge the following companies to report on their transition.

Better Chicken Business Network

The Better Chicken Business Network (BCBN) is a go-to hub for the latest news, events and exclusive content related to the Better Chicken Commitment. Designed to address challenges in the broiler supply chain, the BCBN connects companies struggling to find BCC-compliant suppliers or buyers for their BCC-compliant products.

Better Chicken Commitment Roadmap Training Modules

The implementation of the Better Chicken Commitment is a major focus of our work with companies. Broiler welfare will only be improved when all criteria of the BCC are fulfilled.

Developing a roadmap for transition, with progressive timelines for implementation and buy-in from all stakeholders involved in the process, is needed to ensure deadlines can be met. This process involves different stakeholders and often complex supply chains which vary significantly between companies. In order to reach and support more businesses, we have developed three training modules to help committed companies in the development and implementation of their ECC/BCC roadmaps.

Broiler chicken production sustainability update

Broiler production systems have lower CO2 emissions compared to other livestock, due to their higher feed conversion efficiency and rapid growth rates, facilitated by high stocking densities. However, this comes at the cost of bird welfare, as fast-growing birds reared at high stocking densities suffer from a range of health and welfare issues. The BCC aims to improve chicken welfare through the adoption of slower-growing breeds reared at lower stocking densities, along with an enriched environment for occupation and humane slaughter. Breed change and lowering stocking density raises industry concerns over the environmental impact.

A sustainable model of broiler production should balance bird welfare and environmental impact, by applying efficient mitigation strategies to minimize the environmental impact in higher welfare systems. For instance, replacing unsustainable soy in feed with local, sustainable protein sources can significantly reduce emissions, while using slower growing breeds allows for reduced protein content in the feed. In addition, other strategies can also be used, such as treating manure for biofuel or using the whole carcass and reducing meat portions in ready meals.

BCC production offers a series of additional advantages that also need to be taken in consideration, including human health benefits (e.g. reduction in antibiotic usage) as well as better working conditions for the farmers, while meeting increasing consumer demand for higher welfare products. 

Find more information on Broiler Chicken Sustainability and read our latest scientific publication.

Breed approval process opinion

The BCC requires the use of breeds with proven higher welfare outcomes, either from the existing BCC approved breeds list or other breeds that meet the criteria of the RSPCA Broiler Breed Welfare Assessment Protocol. Any new breed with a maximum average growth rate ≥ 40 g/d must undergo rigorous welfare assessment in order to be added to the BCC approved breeds list. If a breed fails the RSPCA breed assessment but produces results close to passing, it may be presented to the BCC Technical Working Group as a ‘Threshold Breed’ for secondary review – as was the case for the latest two breeds added to the list (Hubbard Redbro and Rustic Gold).

While physical welfare indicators are the primary focus of current assessments, it is crucial that the assessment of new breeds, and particularly Threshold Breeds, also include measures of behavioural expression and mental well-being (e.g. behavioural analysis from video recordings, Qualitative Behavioural Analysis). Breast myopathies, linked to rapid growth, should also be included whenever possible.

Achieving the Better Chicken Commitment: Actionable Steps for 2026 Success

The 2026 deadline for the Better Chicken Commitment is rapidly approaching, so the time for decisive action is now! To avoid letting delays or hesitation derail your progress, here are some practical steps to stay on track and drive meaningful change.

Reaffirm the business commitment: Are the internal stakeholders – from leadership to finance, marketing and supply chain management – still fully engaged and ready to support this vital transition? Revisiting the ‘why’ behind the business goal will reignite belief and ensure that the teams remain united and motivated to fulfil the commitment.

Refresh the business plan: Do you have a plan? Does it still chart a clear and relevant course, or is it time for a revision? Without updated action plans and public timelines, commitments risk falling short.

Invest in delivery: Ownership of commitments requires proactive action. Companies must map out their supply chains, secure necessary investments, find supply and product solutions, and build long-term partnerships to ensure readiness for the transition.

Phase Implementation: Prioritise implementing the simpler aspects of the BCC criteria, while laying out clear plans for tackling more complex ones, such as transitioning to slower-growing breeds. Take advantage of any supply that’s readily available, whilst also working to build supply in markets where BCC supply is yet to be developed.

Report on progress: Public-facing timelines for transition, even if 100% compliance extends beyond the initial 2026 commitment deadline, with in-year reporting, is essential to retain trust from customers, shareholders, and investors. Internally, clarity ensures your teams have the direction they need to execute the plan.

Compassion understands the challenges faced by food businesses that have signed up or are considering signing up to the BCC and is here to provide support to help you successfully transition to higher welfare chicken. That’s why we launched the Better Chicken Business Network to connect stakeholders across the supply chain to address sourcing needs (check out our BCC Supplier and Distributor list), improve carcass balance, and develop cost-mitigation strategies. Look out for a series of webinars, forums and study tours in the coming year.